For this assignment, I chose to go with the cosmetic brand, Maybelline. They’re known internationally for selling good quality makeup at affordable prices. Personally, I am a fan of Maybelline products and own several items from them as well. I consider Maybelline to be a leader in the cosmetic industry because they are constantly putting out new products that appeal to any and all types of consumers. Currently, they’re running a campaign called “Lash Like A Boss,” promoting their new Colossal Big Shot mascara.
As stated on Maybelline’s website, their mission is to take makeup looks and trends from the “catwalk to the sidewalk.” They want to empower and instill confidence in women to make a statement through expressing their “creativity and individuality.” Maybelline prides themselves on staying up to date on trends along with the latest scientific innovations in formulas and textures, all while staying affordable to the consumer. They sell a variety of products for face, eyes, lips and nails, along with brushes and tools. Maybelline is a brand under the L’Oreal Paris company.
Maybelline’s main competitors include Revlon, Rimmel London, and CoverGirl. All four brands are sold in drugstores at similar prices. New lines come out seasonally, featuring similar products. Maybelline is perhaps one of the most innovative when it comes to modeling their products after high-end companies and trends. Campaigns for these brands launch internationally as well and also feature high-profile celebrities.
The brand’s most dominant attitudes and core values involve being on-trend and affordable. Since Maybelline reaches a huge market across the globe, the audience they are trying to reach is broad and diverse. They pride themselves with regularly coming out with new products that make them a competitor against high-end brands in the cosmetic industry. Along with staying on-trend, Maybelline embraces the New York lifestyle to portray an edgy attitude that embodies confidence and empowerment. Since Maybelline is under the L’Oreal Paris company, their overarching values share those of embodying passion, innovation, entrepreneurial spirit, open-mindedness, excellence, and responsibility.
